The New Balance 990 was introduced as part of the brand’s commitment to creating high-performance footwear. At the time of its release, it was one of the most expensive running shoes on the market, priced at an unprecedented $100. However, the price reflected the shoe’s superior materials and advanced technology, such as its ENCAP midsole and premium suede and mesh upper. The 990 quickly gained a reputation for its comfort and support, making it a favorite among runners and fitness enthusiasts.

A Cultural Icon

While the New Balance 990 was initially designed for running, it didn’t take long for it to become a cultural icon. In the 1980s and 1990s, the shoe gained popularity among urban youth and hip-hop culture, solidifying its place in streetwear fashion. Its clean, understated design and "Made in the USA" heritage resonated with consumers who valued authenticity and craftsmanship. Even today, the 990 continues to be a staple in the wardrobes of those who appreciate both style and substance.

Evolution of the 990

Over the decades, the New Balance 990 has undergone several iterations, each improving upon the last while staying true to its original design principles. The 990v2, 990v3, 990v4, and 990v5 have all maintained the core features that made the original so beloved, such as its signature silhouette and ENCAP midsole. These updates have introduced new materials and technologies, ensuring that the 990 remains relevant in a constantly evolving market.

Exploring the New Balance 990 Collection

For those interested in exploring the full range of New Balance 990 models and colorways, a comprehensive product spreadsheet

Why the New Balance 990 Endures